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Sometimes, one of the most difficult things to teach beginning sales professionals (or sometimes even more senior sales professionals) is the difference between features and benefits.

All too frequently, sales people list their product or service features, without articulating how those features will ultimately benefit that prospect or customer. Unfortunately, your prospects or customers are not always able to make that leap for themselves. And when they do not see the benefit, they do not buy. So—what is the difference between features and benefits? How do you articulate that difference?

Product or service features are facts—they are just there. There is no real value or judgement attached to them. They simply exist. For example, the product is blue, it's a certain size or shape. Another example: the store is open 24 hours.

The most important thing you want to remember about features is:

Nobody cares!

Your customers are buying benefits. They are saying to themselves, "What's in it for me?" "What will this do for me?" "What will this do for my company?" "How will this affect my bottom line?" "How will this affect my employees?" "How will this affect customer relations?"

People buy for their own reasons, not for yours. And people buy because they believe that the product or service will get them what they want. And what they really want is a Big Benefit. Big Benefits are things like financial stability, love, recognition, independence…There are many—because they are basic human desires.

Customers and clients want what they want; not what you think they may want or should want. They have their own reasons for buying. You may have to help them identify those reasons, but they will be theirs, not yours.

To illustrate the difference between features and benefits—a personal story:

In my living room, I have two beige chaise lounges. I have had these beige chaise lounges for a while—so, they were no longer quite so beige, and I decided it was time to have them cleaned.

I called a cleaning service that said they would send over a "cleaning expert" to "evaluate" my two beige chaise lounges and give me "cleaning options." I said—"Send him over!" I was very excited!

On the appointed day, the "cleaning expert" arrived, laden with his cleaning equipment. He looked at my two beige chaise lounges and told me he could clean them with Solution A. This would cost $100.

Not being a "cleaning expert," I was confused. I had never heard of Solution A. And besides, I wanted options!

I expressed my confusion, whereupon the "cleaning expert" explained that Solution A was "chemicals." He said another option would be Solution B; that would cost $200.

I asked, "What is Solution B?"

The "cleaning expert" told me, "Solution B is more chemicals." He added another option: Solution C. That would cost $300.

Guess what was in Solution C?

Even more chemicals!

Chemicals, more chemicals and even more chemicals are all features. And I didn't care! I wanted clean, beige chaise lounges!

$100, $200 and $300 are also all features. I cared a little more about those—but I still wanted clean beige chaise lounges!

The "cleaning expert" was selling features: chemicals and price. He should have been selling Big Benefits, i.e.—"You're going to have a beautiful home."

Here is an easy way to identify benefits:

Make a list of all of the facts/features of your product or service. Don't think about it, evaluate it or judge it. Just list them.

Once you have that list, go through the list item by item, putting yourself in your prospect's shoes. Say to yourself (as your prospect), "What's in it for me?"

Then, write down the answer. Once you have done that, you should have a compelling list of customer-centered benefits. Once you have that list of benefits, it will be easy to make your prospects and customers understand what's in it for them.

About Wendy Weiss

Wendy Weiss, The Queen of Cold Calling™, is an author, speaker, sales trainer, and sales coach. She is recognized as one of the leading authorities on lead generation, cold calling and new business development. Her clients include Avon Products, ADP, Sprint and thousands of entrepreneurs throughout the country.